Fashion retailer Topshop is launching and app and a m-web optimized site “before Christmas” as the retailer sees up to 8% of its online sales already coming through mobile phones and tablets, despite having no specialized landing spot for these shoppers.

The move comes as no surprise as, at 8%, the number of shoppers hitting Topshop’s site via mobile is double the retail industry average of around 4%, according to figures from the IMRG.

The move comes just month’s after the Arcadia-owned retailer’s first foray into mobile, a gamification offering in partnership with SCVNGR. The idea of the mobile-based game-cum-marketing-campaign was to give shoppers within 500m of a Topshop store challenges, such as checking in to places, taking photos and completing challenges, which were then rewarded with money off and free gifts from Topshop.

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